Customer Relationship Management, 1st Edition by Pearson

Part I

Strategy and Organisation of CRM

This first part of the book will start with an examination of the meaning of customer–supplier relationships from a social-psychological viewpoint. Before elaborating further on a CRM strategy, the corresponding organisation, the tactical policy and the systems involved, we will first need to define what it is we are talking about. Next, the strategy will be discussed and after that, we will examine the relationship-oriented organisation. An indication will be given as to the types of situations in which the application of a CRM strategy is suitable, and those in which a long-term competitive advantage may be achieved. The implications for an organisation actually developing relationships with customers ...